SWAT Analysis

An analysis of the strengths, weaknesses, opportunities, and threats was performed to identify what the company is doing well, what needs improving, where it can grow, and the areas of failure. This evaluation provided an in depth overview of the company’s online health.

Personas

Data on the company’s target audience was gathered from social media insights and customer reviews to create a global representation of their e-commerce customers into a singular persona.

Empathy Map

A hub and spoke model empathy map was developed using a specific product sold by the company as the hub. Six questions a potential customer would ask while searching for the product were used as the spokes. Empathizing with the user assisted in formulating the potential phrases used for product search queries.

Customer Journey Map

Using the previous anecdotal research on this company, a customer journey map was created for the persona to determine the pain points and moments of truth throughout the purchase process. The development of this map revealed opportunities for improvements and addressed recommended solutions for optimizing the user experience.

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Prototype Development

Applying the previous evaluations and mapping methods, an interactive prototype was created using Adobe XD to propose a new Homepage layout and an improved checkout process.

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An e-commerce skincare company, C & Co. Naturals, was evaluated for its strategic planning, usability, and overall design. Through multi-phase research, key opportunities were identified to enhance the customer journey and create a more effective, engaging online shopping experience.

SWAT Analysis

Personas

Empathy Map

Customer Journey Map

Prototype Development

Get in touch

nborowicz@gmail.com